What: Macy’s rebrands with the new ‘own your style’ platform to help customers find and buy fashion that best suits their personal style.

Why is it important: Macy’s has stepped up personalization efforts, revamped its website, formed a style crew for fashion tips, and is creating in-store areas filled with apparel and accessories designated as “must-haves.” This strategy is geared to project some fashion authority and serve customers on a more individual basis.

Macy’s also changed its dress code for its colleagues, so they can better express their personal style and encourage customers to do the same.

“Own your style” will be integrated into macys.com, the Macy’s app, social media, and Macy’s stores. There will be digital screens providing style guidance to customers and displays of shoes and bags cross merchandised with outfits to give further suggestions.

Macy’s launches new brand platform